Nat Geo Lets Users Share 'Cover' Photos Via Twitter

National Geographic is known for its striking images from around the world. But now anyone can see their photos framed in its iconic yellow as part of the magazine’s 125th
anniversary celebration.

San Francisco startup Chute is powering a digital campaign that lets people takes pictures of “what matters most to them” and upload them to Instagram or
Twitter at the hash-tag #framewhatmatters. The effort combines low- and high-tech, requiring participants to first cut print out and cut out the yellow border from the Twitter page to frame whatever
photo they want to upload.

Through the initiative, which National Geographic is promoting on its home page, people have uploaded the Nat Geo
border around images showing money, cats (naturally), donuts, flowers, yogurt, pizza, and lots of people and faces. Populating the photo gallery is Chute’s platform called SlideChute for
capturing and displaying user-generated content.

The Y Combinator-backed company works with brands and publishers to help them integrate user-generated media onto their Web sites and apps.